Denmark has unveiled plans to implement one of its strictest gambling advertising regulations yet, introducing a “whistle-to-whistle” ban on gambling promotions during live sports broadcasts on TV and streaming platforms. The measures are expected to come into force between July 2026 and January 2027.
Key Measures of the Proposal
Whistle-to-Whistle Ban
- Gambling advertisements will be prohibited during live sports events, including a 10-minute window before and after each event.
- The ban applies to both television and streaming platforms.
- In-stadium promotions and existing sports sponsorships remain allowed.
- Operators will no longer be able to display live odds during broadcasts.
A government statement emphasized:
“The ban will only apply to live transmissions, as it is only in that context that advertising gambling is relevant.”
Stricter Content Rules
- Brand ambassadors under 25 are prohibited in gambling ads.
- Marketing must not appeal to children, glamorize gambling, or present it as a trendy activity or quick way to earn money.
- Designated public areas such as public transport, streets, squares, and shopping malls will also have advertising restrictions.
- The ban will extend within a 200-metre radius of schools, although stadiums and sports arenas near schools are exempt.
Monitoring New Gambling Models
- The Ministry of Taxation will monitor crypto casinos (e.g., Stake) and prediction markets (e.g., Polymarket) for potential advertising concerns.
- Officials have highlighted that creative marketing methods from these emerging sectors may prompt further political action.
Expanded Regulator Powers
- The Danish Gambling Authority, Spillemyndigheden, will receive enhanced enforcement powers, including:
- Higher fines and sanctions
- Ability to inspect premises without a court order under certain conditions
Government’s Rationale
Ane Halsboe-Jørgensen, Denmark’s Minister of Taxation, explained:
“People are not bombarded with betting advertisements before, during, and after sports matches – the whistle-to-whistle ban ensures public consideration outweighs commercial interests.”
Context
This reform aligns Denmark with other European markets, such as the Netherlands and Bulgaria, which have also imposed stricter gambling ad regulations. The overarching goal is to protect minors and vulnerable individuals while keeping advertising content socially responsible.
The proposal represents a major tightening of Denmark’s gambling advertising framework, combining broadcast, public space, and online oversight into a single regulatory push.
